MARCQ-EN-BAROEUL, FRANCE, AND EAST BRUNSWICK, NJ (July 2022) – The Industry Transparency Center announced a new survey of 3,500 dietary supplement consumers. The “ITC Insights – 2022 Supplement Consumer Survey” was conducted by Dynata from March 1-26, 2022, and was written and analyzed by the Industry Transparency Center. The breakdown of supplement consumers included 1,000 from the US, 1,000 from China, 500 from the UK, 500 from Germany, and 500 from Italy. Participants identifying as Female represented 52

Key Findings from the Survey:

• 63 • 62 • The 18 – 54 age group brackets showed an increase in usage of Vitamin K2 compared to those 55+.
• No single supplement increased usage across every country; however, Vitamin K2 was one of the closest to achieving universal growth. K2 also saw a sharp increase in use from 2020-2022.
• “Perceived effectiveness” of K2 was greater in total supplement users surveyed compared to “regular users.” This suggests to the researchers that future growth is likely as people who do not currently use Vitamin K2 regularly have a high perception of it.
• For supplement users of branded ingredients, “Quality,” “Safety,” “Trust,” “Efficacy,” and “Clinical Validation” ranked as the top 5 reasons for use.
• Bone Health and Heart Health ranked as the top reasons for using Vitamin K2, especially for regular users. While irregular users noted various reasons, including “bioavailability of other supplements.”
• Brain Health and Mental Acuity also ranked relatively high and have a low gap between irregular and regular users. Researchers believe this partially confirms “the earlier hypothesis of potential opportunities in this area.”

“This survey confirms what we see commercially in many ways. Consumers have a high trust and interest in Vitamin K2, especially those looking for specific health benefits,” according to Xavier Berger, Global Market Manager with Gnosis by Lesaffre. “It is also nice to see that ‘quality,’ ‘efficacy’ (i.e., proof that it works), and ‘safety’ are recognized in the branded ingredients. MenaQ7 is a standout Vitamin K2 in this regard, as it is the only K2 as MK-7 with clinical validation confirming bone and cardiovascular benefits.”

Interestingly, 37

Berger added, “Very interesting is that 67 The General Criteria for Participation included Supplement users and qualification questions that corrected for participants who proclaimed they were ‘not a user’ in questioning.

Source: gnosisbylesaffre.com